BBVA in 2012

Within the Retail Network, at the end of 2012 the loan book stood at €96,655m, down 5.4% on thefigure in December 2011, and on-balance-sheet customer deposits totaling €85,970m, i.e. an 11.3%increase over the same period.Marketing actions worth mentioning in the unit in 2012 includes:• BBVA anticipates the effects of the crisis and continues to offer its customers a range of financialsolutions geared toward preventing any possibility of those customers willing to pay, but facingdifficulties, from ceasing to pay their loans and, ultimately, perhaps losing their homes. To date,over 53,000 families have benefited from these measures.• Two new “Quincenas de Cuentas Abiertas” (Open Account Fortnights) have been carried outthat allowed access to a promotional gift for opening deposits and arranging loans, setting updirect deposits for payroll and pension payments, in addition to signing insurance and pensionplans. A total of 404,000 gifts were given, and €1,183m in funds and 7,000 new policies weregathered.• As part of the area’s policy of increasing the customer base using funds and transactionalbanking as key levers, the “Adiós Comisiones” campaign was launched, which eliminatesaccount fees charged to customers whose pensions or salaries are paid directly into theiraccounts, offers free-of-charge debit or credit cards, and also provides additional benefits tocustomers in other financial products as a reward for their loyalty to the Bank.• In time deposits, throughout 2012 BBVA has focused on launching products which link return tothe degree of loyalty to the Bank. Star products are “Depósito BBVA UNO”, “Depósito BBVA TuBanco” and “Depósito creciente 1-2-3”. Furthermore, management of maturities in time depositswas particularly successful throughout the year, with retention rates of over 88%.In short, this strategy focused on growth through funds and transactional banking has enabledthe Bank to increase the number of non-basic customers by over 89,000 in 2012 and the share inpayrolls and pensions by 50 basis points over the course of the year.12Spanish Retail Network. Market share in public administrations, commercial activity and promissorynotes versus the system(Percentage)8.48.78.9 8.8 8.8 8.7 8.68.89.19.4 9.39.5 9.4 9.5 9.6Dec-10 Nov-11 Dec-11 Jan-12 Feb-12 Mar-12 Apr-12 May-12 Jun-12 Jul-12 Aug-12 Sep-12 Oct-12 Nov-12 Dec-12Several relevant projects were carried out in 2012, including:• Progress in the “internetization” of the customer relations model with the implementation of anumber of initiatives, including the following:– Launch of “BBVA Game.” This is a game for BBVA Net users that aims to promote the use ofon-line banking. It allows customers to win points they can exchange for gifts and entries toprize draws.144 Business areas